A couple of years ago you could buy BBA – Built by ATi cards directly from ATi themselves, now nVIDIA seems to be doing the same (Built by nVIDIA?) and sell their cards directly not just trough partners. They will be sold only at Best Buy and the boxes will house cards from their partners, though cards seem to be reference at the time. nVIDIA promised that they’ll shed more light on the matter next week. Anyhow here is the official word:
NVIDIA and Best Buy are working together to offer PC customers the opportunity to experience firsthand the latest in PC technologies right inside Best Buy stores. As part of this broad initiative, NVIDIA is supplying to Best Buy specific GeForce models built and supported by NVIDIA. These products will only be available at Best Buy and will complement GeForce products from our partners. We will provide more details on this next week.